TVS Motor Company has launched an ad film in the South markets for its StaR City+ motorcycle, featuring brand ambassador and Indian cricket captain MS Dhoni. Joining him in the film targeting festive buying ahead of the Pongal and Sankranti festivals, is South-based movie choregrapher-director Prabhu Deva.
The campaign, which airs in Kannada, Tamil and Telugu, has been conceptualised by McCann Erickson. It was preceded by a teaser (below) that did not reveal Prabhu Deva.
The reveal film (top) features Dhoni inaugurating a TVS showroom. He walks in and admires a StaR City+, when the dealer insists that he must take the first ride. The cricketer hesitates, as he’s dressed in traditional attire (veshti) and unsure of how to ride a bike while wearing it. Thanks to Prabhu Deva and his gang of dancers, Dhoni gets an education on folding the veshti and riding the bike. The duo shake a leg together before taking off on a joyride on two StaR City+ bikes, while the film invites users to celebrate Pongal (or Sankranti) in style with the stylish bike and highlights some of its features.
Credits
Client: TVS Motor Company
Brand: TVS StaR City+
Marketing: Arun Siddharth, Vikas Sikka, Udaibir Singh Dhillon, Garima Malik
We use cookies to improve your experience and to analyse our traffic. To find out more, please click here. By continuing to use our website, you accept our Privacy Policy and Terms & Conditions.
